fokusryhmähaastattelu

Fokusryhmähaastattelu, often translated as focus group interview, is a qualitative research method used to gather in-depth information from a group of people about their opinions, attitudes, beliefs, and behaviors on a specific topic. A moderator guides the discussion, encouraging participants to share their thoughts and perspectives freely. The interaction among group members is a key element, as it can reveal diverse viewpoints and uncover nuances that might not emerge in individual interviews.

Focus groups are typically composed of 6 to 10 participants who share certain characteristics relevant to the research question. The sessions are usually audio or video recorded to allow for detailed analysis of the discussions. Researchers use focus groups to explore topics, generate hypotheses, test concepts, and understand the underlying reasons for certain behaviors or opinions. They are particularly useful in market research, social science, and product development to gain insights into consumer preferences and user experiences. The data collected is interpretive and aims to understand the "why" behind responses rather than quantifying them.